You're in for a fascinating conversation about rethinking startup strategy with Alistair Croll. For this episode of the StartWell Podcast, we dive deep into his new book "Just Evil Enough," which took seven years to write and challenges everything you thought you knew about building successful startups.

This isn't your typical business chat. Alistair brings an incredibly fresh perspective on why startups need to stop obsessing over product features and start focusing on what really matters - getting attention and converting it into profitable demand. He's got over 163 case studies backing this up, from clever marketing hacks to brilliant system disruptions.

What we love about this discussion is how Alistair breaks down why the timing for this message couldn't be better. With AI and cloud computing making it easier than ever to build products, he argues that distribution and marketing are now the real differentiators. You'll hear some fantastic examples, including a wild story from the 1300s about a castle siege that perfectly illustrates the power of strategic bluffing in business.

The conversation gets particularly interesting when we talk about value chain disruption and how companies like IKEA have revolutionized their industries by simply reassigning steps in their process. We also explore why startups must fundamentally disagree with the status quo - otherwise, what's the point?

The book itself is a bit of a rebel - it's got secret Morse code messages, Easter eggs, and a design that looks like classified documents. It's clear Alistair and his co-author practiced what they preach by making the book itself subversive.

Whether you're a startup founder, working in tech, or just interested in innovative business strategies, this conversation will challenge your thinking about how to stand out in today's market. Expect to walk away with a completely new perspective on what it really takes to succeed in the startup world - hint: it's not another feature update.